Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Cannes Lion Health Sends Message to Pharma Marketers, Again: Your Ad Creativity Stinks!

Cannes Lion Health Sends Message to Pharma Marketers, Again: Your Ad Creativity Stinks! | Pharmaguy's Insights Into Drug Industry News |

For the second time in its four-year history, the pharma jury at the Cannes Lions Health International Festival of Creativity did not award a Grand Prix (read “Pharma Advertising is So Bad It Has No Big Winner at Cannes Lions Health 2014”).


“We want to send a clear and strong message what a pharma entry and what a pharma winner looks like,” June Laffey, creative director at McCann Health in Australia and Southeast Asia, and this year's Lions Health pharma jury president, said. “We only awarded what was the best work in the pharma industry.”


The only U.S. work to win a Gold Lion was a campaign developed by Polaris, a non-profit that fights human trafficking, and Interpublic Group's Area 23, called the Anti-Trafficking Exam and Otoscope. It won for its use of technology.


Several drugmakers won Bronze Lions: Boehringer Ingelheim, with McCann Health and Craft Worldwide, for a Pradaxa campaign; Merck, with Matter Unlimited, The Whitelist Collective, and Marina Maher Communications, for a Merck for Mothers campaign; and Roche, with Langland, for a clinical trial campaign.


In the first year of Lions Health, the pharma jury declined to award a Grand Prix. AstraZeneca later won, in 2015, for its unbranded campaign for Take It From a Fish and last Philips took home the Grand Prix for its Breathless Choir campaign.


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▶ Fishy #Pharma Ad Campaign Is Contender for Grand Prix Award at Cannes Lions Health

According to MM&M, about 80 entries were shortlisted in the pharma category at Lions Health creativity festival, including 19 entries from US agencies.

The awards will be announced later today at the second annual Lions Health, a two-day event that kicks off today in advance of the Cannes Lions festival. 

DigitasLBI in New York is only US agency to have three entries shortlisted for AstraZeneca's disease-education campaign “Take it from a Fish,” which includes integrated digital campaign, digital and direct and promotional and activation. AstraZeneca received FDA approval last year for Epanova, a prescription fish-oil pill.

Pharma Guys insight:

Yikes! Is this the height of pharma advertising creativity?

Agencies are closely watching the pharma category after last year's jury declined to award a Grand Prix, the event's top prize, to a pharma entry. However,  a Fictional Patient Story Won Gold, Whereas Authentic Patient Story Won Only Bronze at Lions Health 2014.

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